CONSUM DE CIOCOLATA

1
2002
2003
2
(No Transcript)
3
(No Transcript)
4
CONSUM DE CIOCOLATA
5
(No Transcript)
6
TABLETE 8 CIOCOLATA BATOANE 6
PRALINE 6
TABLETE
7
2002
2003
8
(No Transcript)
9
(No Transcript)
10
BISCUITI
11
NAPOLITANE
12
(No Transcript)
13
BATOANE
14
PRALINE
15
TABLETE
16
TENDINTE
17
EXCELENTA LAURA NEPOZITIONATE AFRICANA CA
DBURRY PRIMOLA KANDIA
MILKA POZITIONATE POIANA
18
STRUCTURA COSTURILOR
ex-works
Transport 3
Distribuitor 15 20
Detailist 25
19
BUGETE DE PROMOVARE
8 mil. tablete
3 mil. napolitane
20
Valoare totala
Low tier
Premium
Biscuiti
Concurenti
Concurenti
LOC DE INTRAT
21
VALOARE POTENTIALA BUSINESS
Batoane ciocolata 40 mil
Tablete ciocolata 72 mil
Biscuiti 45 mil
Praline 40 mil
P
Mars Snickers Twix Milky Way Ferrero-Duplo
MS
Lion Smash Heidi Ulker
LT
Papi Vis Stil Rom Scufita Rosie
22
Rulade / Checuri 5 mil
Napolitane 37 mil
Cacao pudra
Ceai
Manner Balloco
Milford Lipton Pickwick
P
P
Celmon Ekoland
Joe
P
MS
Alka
Romanesti Plafar Natwit
MS
Alka
Naty
LT
LT
LT
23
SEGMENTARE
TABLETE
BATOANE
NAPOLITANE
BISCUITI
Marst Snickers Twix Milky Way
Ferrero Kinder Duplo
Exotic
E
P
Loc de intrat
Loc de intrat
Turci
Lion Smash Heidi Ulker
Premium
P
Mainstream
MS
Papi Vis Stil ScufitaRosie
Low-tier
Excelent
LS
LS
24
JUCATORI (CONCURENTI)

• KRAFT
• EXCELENT
• KANDIA
• HEIDI
• SUPREME tablete
• MASTERFOODS batoane
• ULKER biscuiti, batoane
• NETLE napolitane, batoane

25
PIATA DE DULCIURI
VALORIC
VOLUMIC
35
18.000
23.000
30
105
10.000
50.000 tone
170 milioane Euro
26
3 /kg
58 /kg
1,5 /kg
Biscuiti
Napolitane
Ciocolata
27
CIOCOLATA
VALORIC
VOLUMIC
28

• ROM
• MAGURA
• PAPI
• DUPLO KINDER
• DELICE KINDER
• JOE
• LION

• ULKER
• COCOSTAR
• COKOMILK
• LUNA
• ALBENI
• GOODBAR

29
SUGESTII

1. Facem produse pe gustul Romanilor
2. Mascota comuna